We helped a Samsung sale steal attention on the biggest sales day of the year.

As the biggest and busiest retail moment of the year, Black Friday is also the most expensive from a media perspective - in 2021, Samsung’s CPMs were 400% higher than average.

We flipped Black Friday eCommerce on its head, leveraging an age-old sales mechanic with a twist: Samsung gave customers the power to decide the price they’d pay for its most popular products. We called it Samsung Reverse Auctions.

Unlike a regular auction, each Reverse Auction began with products listed at full recommended retail price (RRP). These prices would then drop back in increments until all items in the auctions had been bid for, or the price reached $1 – whichever happened first.

The campaign was a huge success, stealing attention nationwide and driving 120% of our target for site traffic, up 285% YoY. We leveraged hype generated through the Reverse Auctions and data from the 51,500 (+203% vs. target) registered bidders to drive growth in online traffic and Black Friday sales. 

Fuelled by our performance marketing activity, acquired leads massively exceeded Samsung’s sales expectations, with 515% YoY increase in eDM attributed sales. A modest incremental media spend of $186k saw sales increase by $1.34 million, improving YoY ROAS by 196%. 

Overall, the campaign delivered a 270% increase in Black Friday revenue compared to 2022, drove a juicy 360% mROI, and goes down as Samsung's most successful Black Friday yet.